Flower Street Reference ยท Produced.
Author |Lin Mo.
More important than making a wish is probably making a wish during the Spring Festival.
In the simple values of the workers, the gods are essentially civil servants in the heavenly court, and they also have to memorize KPIs. As soon as the end of the year arrives and the performance is cleared, it is time to roll up the work of the new year non-stop.
In order to make a wish in order to make a wish in this god's capital, the new year is over, and netizens can have a sense of ceremony?
In social **, you can see countless magical ways to make a wish, such as eating more lettuce for Chinese New Year's Eve, lettuce can "make money"; For example, bring a lottery ticket to worship the Bodhisattva, knock and scratch one; Another example is to imagine that a wish has been fulfilled, so as to borrow energy from the universe.
Not only is the sense of ritual stronger, but the granularity of the wish is also polished more and more finely, and the young friends no longer summarize everything with the same sentence "keep me safe" as before, and the granularity has been as fine as "the lumbar vertebral disc does not protrude", "lymphatic nodules do not grow", "the menstrual period is on time and on time" and so on.
Search for "make a wish" in Xiaohongshu, and you can see endless strategies, focusing on a scientific prayer and refusal to adjust.
I don't know if the wish will come true, but from these increasingly granular wishes, I can know at least one thing - everyone has come to believe that as a unique individual, they should have a unique destiny. And the wish is a way of life and a life script that they promise to the future.
This subtle change in mentality is not only understood by the people who made the wish, but also recorded by others, and the brand film "New Year's Wishes are on the Road" released by Shenzhou Car Rental records the people on the road, as well as the stories and wishes of those people.
The young couple in * did not lock the iron lock on the eternal knot concentric bridge, but took pictures of each other under a street sign that said "baby", and then rolled in the snow hand in hand. At that moment, they are each other's treasures, and they are the treasures of love.
The frustrated middle-aged man clenched the steering wheel tightly, as if he wanted to pinch the last bit of control in his life. Suddenly, he caught a glimpse of the Monkey King in the seat from the rearview mirror. Who was really promised the word easy? Even if it is Monkey King, he is on the road to a thousand difficulties and dangers. The wish of middle-aged people is not to go to a distant place, but to have the heart to go on.
If someone happens to look through the car window, all they see is a tired middle-aged man and a doll. But the man himself knew that there were two Monkey King in this car.
Thousands of wishes in the world may not all come true, but at least they have been lit up.
In the places where Shenzhou Car Rental has driven, there are some road names that are wishes in themselves - Jixiang Road, Changshou East Road, Ping'an Road, Freedom Road, ......
So, some people brought fireworks and drew a little fire on the "Pure Land Road"; Someone with a lottery ticket scratched it reverently on the "road to fortune"; There are also people with a large stack of reference books, standing at the "landing station"**
I don't know if those xx roads really have any divine power. But I believe that when a person is willing to go that far for the sake of a wish, they are already a little closer to that wish.
People always ask, what if those wishes are not fulfilled?
In fact, for many wishers, saying their wishes is already a struggle against mediocrity. Passing by "the Gou in front of you", and then arriving at the poetry and the distance, this is a longer and wider radius of life.
The car rental industry is watching as new radii take shape.
From the index point of view, the search volume of the keyword car rental will begin to show a significant upward trend in 2023, refreshing the peak of the past three years. In addition, boosted by the recovery of the tourism economy, self-driving travel has become a popular lifestyle for young people. Especially during the Spring Festival, the demand for car rental has soared rapidly.
It is accompanied by the practical contradiction between rigid demand and industry friction. At present, when we search for relevant reports on "car rental", or look for relevant strategies for car rental, we will find a lot of complaints about the confusion of charges, mismatched goods, etc.
Some brands have not even done a good job of basic services, which is inconvenient to use and has too many restrictions.
Why should we rent a car? To put it bluntly, compared with buying a car, renting a car does not need to consider a series of tedious details of repair and maintenance, which is a way of life that reduces the burden, and people on the road can have a richer and more free experience.
Therefore, in the car rental business, the most important thing is whether your service is stable and meets or even exceeds user expectations. At a critical moment like the Spring Festival, it is not easy to reunite and not be easy on the road, and everyone needs a sense of certainty more and more.
It is not difficult to understand why the theme of CAR's New Year promotional video is called "New Year's wishes are on the road", the first half of the sentence is the keyword, and the second half of the sentence is the sense of value. The camera seems to be focused on the people in the car, but it is CAR that accompanies them on a beautiful journey. On the road are people and cars.
After reading this **, what you remember is not only those stories about freedom, about life, and about wishes, but also the brand arc of Car Rental. Couples in love, frustrated middle-aged, flamboyant youth, everyone can find their own "steering wheel", on the road, to go far away.
Some people drive SUVs through the snow, some people drive MPVs for parent-child travel, and some people drive cars to shuttle through the city. Behind this stable sense of direction, the car rental outlets cover all over the world, the car model selection is readily available, and the use scenarios are all available. And this is also the business advantage of CAR.
What is more moisturizing and silent than blessings is the brand value of CAR. For old users, the Spring Festival brand film of CAR is an awakening of good memories. For new users, it's a two-way street.
As the former, my personal experience is that Car Rental has at least two overwhelming advantages. First, the operation is simple, the entire car rental process can be completed on the mobile phone, and it can be done in one minute, saving time and worry. The second is service standardization, vehicle cleaning, 24-hour customer service, and all outlets are grid management. When it comes to renting a car**, it also offers transparent fees, clear rules, and no hidden provisions. This saves me from the thrill of renting a car like opening a blind box, not to mention having a perfect score experience every time, but at least I can play steadily.
In the matter of renting a car, the user's fear of ** is not the number, but whether there is a textured experience behind those numbers. The user's boredom with the process is not in the links, but in whether there is a guaranteed service behind those links. To let users "on the road", but also to make users like "on the road".
Any brand that is a little famous usually chooses to release a brand film during the Spring Festival, and sending blessings through the air is also the most routine and basic operation. However, the vast majority of content is too far away from the brand itself and has a weak connection to the user's mind.
We're not saying that there is anything wrong with this, but in the modern business society, spending money is a bit cost-effective.
Therefore, in today's world, successful marketing often points to a common direction - to be a warm brand. The key to CAR's release of the New Year brand film can earn waves of goodwill is to be able to grasp the needs of users, understand the needs of users, and on this basis, follow the elements of the Spring Festival**.
rubbing the temperature between people's hearts, there is also a topic and a volume of communication.
Having said that, the value of a brand promotional video is limited, it can not only make netizens watch and discuss, but also get a wave of real growth, relying on the long-term accumulation of influence of the brand. For example, CAR's New Year brand film will target all kinds of people, thanks to its insight and satisfaction with the market and users.
Looking at the hot posts of social **, we will find that CAR is becoming the choice of more and more young people. This group is individualistic, experience-oriented, eager for novelty, and self-satisfied, and therefore highly receptive to road trips on the road anytime, anywhere. In order to meet this mentality, on the basis of providing transparent, convenient and standardized services, CAR also pays more and more attention to personalized services, which are more smoothly integrated into the lives of users. For example, young people like to try new things, and the models of Car Rental in China are constantly enriched, and the new BMW Mini Cooper and Audi A5 that were just launched a few years ago have won the love of young users.
As a result, in the brand film of CAR Rental, couples, friends, family members, "me" and so on can find a way on the road to reach beauty, freedom, and inner direction. Behind these stories is an ecology with 140,000+ vehicles, thousands of 24-hour stores, and more than 4,000 service outlets.
The last time I used Shenzhou Car Rental for a self-driving trip, I was busy revising the draft on the day I returned the car, but the draft was not corrected, and it exceeded the return time by more than ten minutes. The already annoying mood suddenly collapsed. When I got through the customer service, I was actually a little apprehensive, but the staff calmly and quickly provided a solution.
At that time, the term "relaxation" had not yet become popular, but I did feel it concretely, and even felt that the manuscript could be changed. Who is not under pressure, constantly looking for solutions, one more worry-free "friend", the more a sense of security.
So, the most sincere confession I can think of to a car rental brand is that in any strange place, you are the first friend I can hold my hand with.
In the new year, I hope that everyone on the road can set off freely and meet the inner "Shenzhou" in the land of China.
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